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Emotional Branding: How Successful Brands Gain the Irrational Edge
Old ways of marketing are increasingly ineffective for reaching today's savvy, cynical consumer. Emotional branding gives marketers their chance to cut through the noise and deliver strong, effective messages to target markets.

In today's rapidly changing marketplace, what does it take to give your business the edge? Various conditions are pulling the supply-demand chain into a new and quite different phase. Not least among these is a large baby boomer market still growing in influence. Baby boomers are a powerful collective economic force, not only because of their sheer numbers, but also because they tend to embrace new concepts and commodities. They live as much as possible in the moment and will spend freely to do so. To sales and marketing professionals, baby boomers are a supreme target market. But they are savvy shoppers with clear notions about what they want. Studies have shown that the baby boomers, in particular, seek an empathetic connection with brands or sellers as they evaluate potential purchases. They are a major contributing factor in the establishment of a whole new kind of marketing: emotional branding.
In this book, Daryl Travis lays out the contours of the new market and describes how branding specialists, marketers, and others can best respond to the challenges presented by emotion-driven economies. He cites giants Coca-Cola, Dell and Starbucks as proof of the power of emotional branding. As Richard Branson, tycoon of Virgin fame, writes in the introduction: "A product or service only becomes a brand when it is imbued with profound values that translate into fact ... by profound, I mean simple. Everybody appreciates being treated decently. Everybody wants excellence and value. Everyone likes to have fun and to feel part of something bigger than themselves."

When so many of today's markets are not only competitive, but saturated, getting noticed requires that little something extra. Travis fills his pages with vivid ideas and illustrative lessons to guide readers towards establishing an emotional bond and ongoing relationship with their target markets. His discussion encompasses branding as a product of intuitive thinking; how emotional responses are fostered; bringing together the disparate elements of a company to form a brand; developing "spin-offs," and much more. From CEOs to advertisers, entrepreneurs to marketing executives, all professionals with an interest in getting results will appreciate his insights into the mystique of wildly successful brands.

The object of branding and marketing is not what it was. This book is a rulebook for the new game – necessary, indispensable, not to be missed.

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